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Today we're looking at how Axe Body Spray built a men's grooming empire that slowly deteriorated after adolescent boys hijacked the brand's reputation.
Patreon: https://www.patreon.com/slow_start
Second Channel: https://www.youtube.com/@slow_start2
Animation Help & Special Thanks: https://www.rewfoe.com
X: https://x.com/slowest_start
Notable Sources
https://www.fastcompany.com/1681417/how-axe-built-a-highly-scientific-totally-irresistible-marketing-machine-built-on-lust
https://www.vox.com/the-highlight/2020/2/12/21122543/axe-body-spray-teenage-boys-ads
https://www.unilever.ca/news/2023/behind-the-brand-axe-the-worlds-no1-mens-fragrance-brand/
https://www.campaignlive.co.uk/article/case-study-axe-redefined-masculinity/1430092
https://marisatania.weebly.com/fashion/-the-revolution-of-the-axe-effect
https://www.fosters.com/story/lifestyle/family/2009/03/29/eau-de-boy-there-s/52051498007/
https://www.huffpost.com/entry/axe-shuts-down-school-body-spray-hazardous-smell_n_4192462
https://www.syracuse.com/news/2012/05/lunchtime_links_axe_body_spray.html
https://www.indiatimes.com/trending/wtf/students-in-us-school-bus-evacuated-after-someone-used-too-much-axe-body-spray-502301.html
https://www.denverpost.com/2009/04/06/teens-advised-not-to-use-body-spray-as-flame-thrower/
Music
Shyllis - Elevator Music
Luigi Boccherini - Minuetto
Zelda: Twilight Princess - Hyrule Castle Town
Kevin MacLeod - Amazing Plan
Laurie Johnson - Happy-Go-Lively
Kevin MacLeod - Hep Cats
Chiro - Today's Diary
Kevin MacLeod - Covert Affair
Piotr Pacyna - Corduroy & Cheese
David Luong - By Your Side
Miitopia - A Lively Inn
Timestamps
0:00 Intro
3:24 The Axe Problem
6:27 Sponsor
7:37 The Axe Problem (Cont.)
8:42 The Origins of Axe
10:54 The Axe Approach
12:27 Axe's New Attitude
15:04 Early Competitors
15:55 Axe's New Fanbase
17:55 The Old Spice Problem
20:17 Axe Adapts... Kind of
23:27 Axe Today
24:45 Outro